How to craft social copy

Don’t know where to start? We’ve got you covered.





How to craft social copy

When you hear the term copy, what first comes to mind? It may come as no surprise that copy is everything, ingrained in almost everything we do on a day-to-day basis.

You might hear some refer to ‘good’ copy, and harp on about its importance in marketing materials. This is because put simply, good copy sells. It tells the reader a story, pulls on their emotions and inspires them.

Copy is more than just a tool to accompany products, it is a vehicle to evoke action. Brands need to engage audiences with content to drive recall, make a mark and stand out. This can be done by creating succinct, informative and topical copy that speaks to the target audience, steering clear from clickbait tactics and convoluted language, which can leave the reader confused and uninspired.

Over time, copy also allows you to build a brand personality. This clear brand voice provides a sense of authenticity and builds long-lasting relationships with your following, driving brand loyalty.

We’ve pulled together some key tips on how to make copy sing whether you’re writing for your own LinkedIn to stand out in the market, or building a brand on social media.

4 tips for writing better social copy

  1. Write within length guidelines

In social copy, less is more. Just because the maximum character limit on Twitter is 280, doesn’t mean you have to use every single one of them up. Typically, the ideal character limit for each platform is the amount of text you can get away with without your copy becoming truncated (ie. having to click on ‘see more’). Why go to all the effort of crafting some great copy when your audience might not even see half of it if it’s too long? If you’re stuck on what the ideal character limit is for the platform you’re creating on, a quick google goes a long way.

2. Write for your platform and audience

Each platform has its own unique audience that influences how you should speak to them – for example, your tone should be much more professional and informative on LinkedIn, compared to being conversational and cheeky on Instagram.

Writing for your audience is also important because how you speak to them influences their relationship with your brand. If your key audience is 18–25-year-old males and the tone in your copy is that of an authoritative (and dare I say, boring) old person, the audience won’t respond well to your message. If your copy sounded as if you really were an 18–25-year-old then the messaging would generally be received much better.

3. Be topical

Social media never stays still. It ebbs and flows, which is why your subject matter and copy need to move along with it.

One trick to sounding relevant but being prepared is starting by planning content around the reoccurring ‘International X Day’s relevant to your brand. Here you can pre-plan and join the conversation.

Another way of being topical is to always have your radar up on what people are saying. There are a range of social tools that enable you to look at the conversations happening online so you can jump in before the moment is gone. Twitter’s trending feed or looking at hashtags are other great ways to do this.

4. Maintain a consistent tone of voice

Your audience’s relationship with your brand is built on trust – trust that your brand is what you say it is. If you’re a new-age tech start-up and you want to differentiate yourself from the big and serious players in tech, then having a light-hearted and even cheeky tone of voice can work in your favour. The key is maintaining that tone of voice over time. If you’re posting memes in one post and then in the next, you’re having a serious discussion about regulation then that will only confuse your readers.

And that’s it. There’s no one way to write good social copy – but practice does make perfect. The more you write for different platforms and audiences, the better you’ll be – so get writing!



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We offer a wide breadth of specialist capabilities across the communications spectrum including market research, brand and creative, advertising, corporate and change communications, PR and social media, digital and customer experience (CX), sponsorship and experiential, film and content production, merchandise, Asia marketing and communications, data analytics and panel management.